旅游IP的运营模式：价值共创的观点

Tourism IP operation mode: Value co-creation perspective

10.6862/JTIAM.201907_2(1).0002

张立中(Chang, Li-Chung)；黎凯琪(Lee, Kai-Qi)；刘景新(Lau, Ging-San)；刘家玮(Liu, Chia-Wei)

旅游IP ； 创意运营 ； 驴妈妈 ； 价值共创 ； tourism IP ； Creative operation ； Ivmama.com ； Value creation

觀光產業與航空管理期刊

2卷1期（2019 / 07 / 01）

21 - 40

簡體中文

近年来，中国旅游业发展迅速，增长势头强劲。2016年，国内旅游人数达到44.4亿人次，收入达3.94亿元，旅游对国家经济带动以及为社会发展输送活力的作用日渐显着。2016年是IP元年，随着IP这一概念的持续发酵，热度开始趋向饱和，越来越多的企业转向“IP+X＂的投资模式。2017年，OTA（在线旅游帄台）企业在涉足IP制作后，必须向品牌转型升级，这是IP的最终目的。而其目前的发展状况还处于应用摸索阶段，在发展过程中存在不少问题，如对IP的认知不足和产生偏差、缺乏亮点和创意、模仿类产品和项目增多、不够贴近消费者的个性需求等等。目前旅游IP机会与挑战并存，而只有真正认识到旅游IP的核心和最终目的，企业才能在这方面赢得先机实现品牌转型升级。本文通过对比与分析国内外旅游IP的现状，归纳和总结目前旅游业在IP创意运营上的方式，采用价值共创理论的模式去深挖旅游IP创意运营的运营模式，以旅游IP的成功案例驴妈妈为研究对象，旨在为当前旅游行业的升级转型提供建议与参考。

In recent years, China's tourism industry has developed rapidly with a strong momentum of growth. In 2016, the number of domestic tourists reached 4.44 billion and the revenue reached 394 million yuan. The role of tourism in driving the national economy and conveying vitality for social development is increasingly significant. 2016 is the first year of IP. With the continuous fermentation of the concept of IP, the heat tends to be saturated, and more and more enterprises turn to the investment mode of ＂IP+X＂. In 2017, OTA (online travel platform) enterprises must transform and upgrade to brands after they get involved in IP production, which is the ultimate goal of IP. However, its current development is still in the application exploration stage, and there are many problems in the development process, such as insufficient knowledge and deviation of IP, lack of highlights and creativity, increasing number of imitation products and projects, and not close to consumers' individual needs. At present, tourism IP opportunities and challenges coexist, and only by truly understanding the core and ultimate purpose of tourism IP, enterprises can win the opportunity to achieve brand transformation and upgrading in this respect. In this paper, by comparing and analyzing the current situation of domestic and international travel IP, inducing and summarizing the current tourism in IP creative operational way, using the theory of value creating model to travel to dig IP creative the operation mode of the operation, to the success of tourism IP case donkey mother as the research object, aims to transform and upgrade to the current tourism industry to provide suggestion and reference.

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